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It seems a little like an afterthought, but I think the important point here is the distinction made between social media and social networking - not that i want to hold firm to either term.

The success for most of the digital cases that actually deliver high returns is the focus on you and not the company.

This has to be key for any property that aims to deliver value to customers. Focus on how you can help the customer and not how the customer helps you.

Now that's true listening.

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